Name : Elvina Devria Class : 15-18A Subject : Public Relation

The Nature of Public Relations TOPIC 1

By : Yunita Permatasari, M.Si Sylvia Roennfeld, M.Si The Nature of Public Relations Understanding Public Relations Definition of Public Relations, Propaganda, and the differences between Public Relations and Marketing The Uses of Public Relations Public Relations function in the Work The Structure of Public Relations Public Relations structure in the organization, in house Public Relations, external Public Relations

Understanding Public Relations Definition of Public Relations The British Institute of Public Relations ( IPRA ) define Public Relations as two stages: Public Relations : Is about reputations of what you do, what you say and what others say about you Public Relations Practice : It is planned and sustained effort to establish and maintain goodwill and mutual understanding between the organization and its publics Planning : Public Relations is a carefully planned activity Sustained : Public Relations must be continuous it is not a One shot : process Mutual : Public Relations people must listen as well as speak Receive as well as transmit Two way communications The Public Relations Transfer Process

Public Relations and Propaganda Propaganda defined as : An organized scheme for the propagation of a doctrine or discipline Three types of Propaganda : White propaganda Source of communications : identified The information : accurate Grey propaganda Source : may or may not be correctly identified The information : uncertain Black propaganda Source : false The information : lies,fabrications and deceptions

Public Relations, Marketing and Advertising Definition of Marketing : The Management process responsible for identifying, anticipating and satisfying customer requirements profitably ( British Chartered Institute of Marketing CIM ) The most important : Customer and Profit Marketing Mix 7 Ps ( Product, Price, Place, Promotion, Physical Evidence, Participant, Process ) Costumer Needs 7 Cs ( Customer value, Cost, Convenience, Communication, Confirmation, Consideration, Coordination )

Promotional Mix Public Relations : To support marketing objective Advertising Present the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost. The different with PR is used to create understanding Sales promotion Any Short term incentives to encourage purchase at point of sale Selling A verbal presentation in conversation with one or more prospective purchasers for the purpose of making sales ( Kotler ) The differences between Public Relations Marketing Advertising Public Relations Marketing : Public Relations concern with building relationship and generating goodwill for the organization Marketing is concern with customer and selling products and services Public Relations Advertising : Public Relations is to create understanding about organization or product Advertising is persuasion methods to sell about the product Integrated Campaign Is the use of all promotional tools to achieve the 3 As such as : Awareness : To ensure the product offer's existence is known Attitude : To create and reinforce as positive attitude towards the product Action : To secure the sale The Uses of Public Relations Financial Public Relations or investor relations : PR activity that focuses to communicating with the financial organization/ individuals Example: maintain the shareholder relations, manage the information flow Government and public affairs PR activity that focuses to communicating with the government, local authorities, public bodies and its public Example : Explaining the activities of government, communicating information about new law or policies, etc. Commercial market

Public Relations activities that focuses on communicating with commercial market Example: Launching the product, market education, etc Non Profit organizations PR activity that focuses on communicating the organizations relationship with its public, and the donator Example: Maintaining the relationship with the donor, informing the organization activity to its public, etc

There are 2 Types of Public Relations 1. Public Relations Department 2. Public Relations Consultant Public Relations Organizations Public Relations Role, Function and Responsibilities The Role : To provide management with communications expertise in the form of counseling and active communications skills The Function : To advise management of the most cost effective and efficient means of achieving identified communications strategies and tactics The Responsibilities : To make sure that strategic and tactical Public Relations objectives are achieved. Public Relations Structure To operate effectively, a Public Relations department must meet the needs of the task Some organization they have the needs to have Public Relations department ( In house Public Relations ) However, for others organization it is not cost effective to have In house department of Public Relations, and prefer to outsourcing the expertise. ( External Public Relations / Consultancy ) Public Relations Department activities Liaison with the PR consultancy if one is employed Writing news release, commissioning photograph and feature articles, etc Distributing information to identified publics Maintaining an accurate media information service Training and rehearsal of organization staff who will meet the media Organizing events such as media visits, receptions and conferences Arranging media interviews with top management Editing and production of journal, annual reports, external journal and other printed publications

To provide a full service from concept, through planning, creation, management, until evaluation for corporate identity programs, presentations, exhibitions, sponsorship and sales /dealer conferences

Public Relations Staffing It depends on the size of the organizations or type of organizations Small setting General structure Larger setting Divisional structure Public Relations Manager /Public Relations Officer Public Relations manager are responsible for the Public Relations function, and report to the management. Public Relations officer are the working Public Relations people. They are the ones that have on going external contact, and provide the liaison between the Public Relations function and its range of contacts and publics. Press Officer The main responsibilities are : To maintain contact with individuals in the media To supply information to the media

External Public Relations / Consultant There are 2 types of Public Relations Consultancy Full Service The consultant give any kind of service in Public Relations Specialist The Consultant specialized in one area only

Consultant Role and function Role : To provide client management with communication expertise in the form of counseling and active communication skills in order to further interest of the client organization Function : To advise the management of client organization of the most costeffective and efficient means of achieving identified communication strategies and tactics, and to implement strategies and tactical plans in order to achieve those objectives

Charging Client can be charge : 1. FIXED FEE Monthly installment Additional fee to cover any unexpected needs 2. RETAINER AND HOURLY/DAILY CHARGES The Client is charged on agreed amount for each service provided be based on hourly or daily charge that comes from timesheet 3. MINIMUM FEE AND HOURLY CHARGES A minimum is agreed for the length of the contract. After minimum fee has been used it is supplemented with hourly ( or Daily ) charges 4. OTHER CHARGES The Fees are strictly for Public Relations Peoples time and expertise

Advantage of In house Public Relations staff are employed by the organization, they : Identify closely with the aims and objectives of the organization Have personal stake in the organizations success Do not need to refer or if they do, it is relatively easy because they have access Are close to the decision makers Can offer 24 hours service Can move freely around the organization Can inform internal networks with employees from across the organization Cost of space, admin back up, etc can be offset against a general overhead budget. Internal communications can be set up throughout the organization Continuity may be improved because internal staff probably tend to be more stable in employment than consultancy staff. Disadvantage of in house Public Relations Staff can be: Too close identify with their product offerings Become biased in favor of their organization Have only a narrow range of experience Training maybe on the job rather than specialist, particularly if a person is seconded to Public Relations from another department Be limited in their aspirations, they may see their long term careers elsewhere in the organization If there is not a full Public Relations department, the function may be allocated to another manager It is far easier to change consultancies than to change full time staff It is difficult to set up a department of the right size. Advantage of External Public Relations/ Consultant There is no long term commitment to employed staff. Cost are directly related to the work done. The budget can be agreed in advance. Cash flow is controlled Budgets can quickly be changed as necessary The public Relations people have current experience in the markets Their range of equipment and support services is likely to be better since it has greater use made of it They can provide one or more limited services, such as a central information service or service to do with a specific overseas market Disadvantage of External Public Relations/ Consultant Consultants will have limited knowledge of the organization and its products, etc Access is difficult, especially to secure areas Identification is with the consultancy, before the client

Staff turnover may be higher than in house Complex or difficult queries will have to be referred to an organizations manager before the media can be briefed.

Public In Public Relations, Public means a group of people woth a stake in an issue, organization, or idea. ( Fraser P.Seitel, pg 12,the practice of PR ) Public / Target audience are the receiver of our communication activities Some of the Public /Target audiences are obvious and easy to identify, but some of them should be defined first based on the communications needs. Identification of Public / Target Audience should be based on priority, as we can not communicate with the whole relevant target audiences altogether in the same time. 8 Publics 1. Community : The neighboring surrounding of the organization 2. Potential Employee : Future members of an organization 3. Employee : Current or present members of an organization 4. Suppliers : external participant within the org. 5. Money market : Those who control the financial centers 6. Distributor : Channel where product is positioned 7. Consumer : Buyers/ users of the product/ service 8. Opinion Leader : Reference group whose aim is to influence the process of trade 3 Main Types of Reference Groups 1. Primary Groups Small and very powerfull, there are a lot of interaction Example: Closed Family 2. Aspirational Groups Where members behave to show that they are certain kinds of people Example: Football Team Supporter, Nokia Clubs, Karimun Clubs 3. Dissociative Groups Those that an individual does not want to join with, does not want to be confused with. Wants to do the opposite Example of Opinion Leaders Parents Teachers

Doctors Politicians Presenters Journalist and author Musicians Someone admired, for whatever reason

Segmentation, Targeting and Positioning Segmentations Is the act of identifying and profiling distinct groups of people who have separate communications needs. Social Grade ( A, B, C1, C2, D, E ) Geographic ( Which area or region is occupied ) Demographic ( Variables like age, gender, family size, income, occupation, educations, religion, race, and nationality Geo- demographic ( Based on probability that people tend to live close to each other are similar ) Targeting Choosing with which publics to communicate Target Market Target Audience Positioning Creating an image in the minds of the targets publics.

OPERATING ENVIRONMENT OF PUBLIC RELATIONS TOPIC 2

PREPARED BY: YUNITA PERMATASARI, M.Si SYlVIA RONNFELD, M.Si

The Operating Environment For Public Relations Situation Analysis Before creating the planning Public Relations need to analyze the situation, meaning we have to find out Where we are and where we want to be The useful tools to analyze the situation is: SWOT ( Strength, Weaknesses, Opportunity, Threats ) STEEPLE ( Social and Cultural, Technology and product innovation, E1conomic and market competition, E2ducation, training and employment, Political, Legal, Environment protection SWOT A useful tool to analysis the internal and external situation of the company.

STEEPLE Analysis tools that helps to provide framework of the external factors in the world outside the organization STEEPLE methods helps Public Relations to think through on every issue. The STEEPLE factors are : S = Social and Cultural T = Technology and product innovation E1= Economic and market competition E2= Education, training and employment P = Political L = Legal E3= Environmental protection

STATUTORY LAW Statute law is written law. A statute law must be made in Parliament and then agreed upon the government The Public Relations professional must be aware of the key laws that concern Public Relations. It is essential that any planned activity is checked by the lawyer before commit to it Key Law affecting Public Relations Copyright : The right of authors, artist, and other communicators are protected by copyright Patent : A grant made by a government that confers upon the creator of an invention the sole right to make, use, and sell that invention for a set period of time. Trademark A distinctive name, symbol, motto, or design that legally identifies a company or its products and services, and sometimes prevents others from using identical or similar marks. Brand An identifying symbol, words, or mark that distinguishes a product or company from its competitors Logo Recognizable and distinctive graphic design, stylized name, unique symbol, or other device for identifying an organization. Plagiarism the unauthorized use or close imitation of the language and thoughts of another author and the representation of them as one's own original work Libel, Slander and Defamation Libel : A printed falsehood Slander An oral statement that was false Since only little difference in the two, the court often use defamation as a collective term Defamation : Any false statement about a person ( or organization ) that creates public hatred, contempt, ridicule, or inflict injury on reputation A person filing a libel suit usually must prove that : The statement was communicated to others through print, broadcast, or electronic means The person was identified or is

Code of Conduct Most of professional organizations have codes of conduct, including the Institute of Public Relations ( IPR ), Public Relations Society of America ( PRSA ) The code of conduct cover practice of PR, how the practitioner deals with the media, the public, employers, clients, and colleagues. The code emphasize Honest and proper regard for the public interest, reliable and accurate information The IPR member is required to : Maintain the highest standards of professional Endeavour, integrity, confidentiality, financial propriety and personal conduct To bring neither the institute Nor the profession into disrepute Ethical consideration The word of ethics refers to a persons value system and how he or she determines right or wrong. Ethics are the rules of conduct covering the whole field of moral science. Ethical concern is to be morally correct and honorable in ones behavior. Morals are concerned with the goodness or badness of character or disposition or with the distinction between the right and wrong. Ethical behavior is knowing the difference between right and wrong and behaving in a good way. These codes cover such areas as competition, confidentiality, conflicts or interest, and the like

WORKING WITH THE MEDIA

PREPARED BY : YUNITA PERMATASARI, M.Si SYLVIA ROENNFELD, M.Si

What is Media ? Media is a means by which something is communicated It is the channel through which we send our coded message to our receiver The vehicle to communicate with our public Available Media for P. R The Press Radio and television Demonstration Sponsorship Education Support Expert opinion Exhibitions packaging Corporate Competitions Promotions The Characteristic of The Media The Press : Deep information information are vital and important Portable - printed word can be read anywhere Extended life each copy has an extended life Articles can easily be extracted

The Broadcasting Radio Portable Easy and cheap access Imaginary impact Personal impact Television Visual impact Involvement Instant news access Recordability

How to choose the Media Know what do you want to achieve Have an approximate budget Roughly sort the available media Compare the target audience profile with each medias audience profile Calculate the probability of achieving coverage in each media Calculate the cost of coverage Determine what is a cost effective coverage Set the budget. NEWS WHAT IS NEWS ? The media decide what is news. What is news ;The key issues that make news are Interest : The story must grab the attention of the journalist, who decide on the basis of whether it will interest their publics or target market Immediacy: The story must be current. It must have immediate interest ( daily news must be different than weekly news ) Appeal : Good picture always add appeal. Hard news News, as in a newspaper or television report, that deals with formal or serious topics and events. Soft news News, as in a newspaper or television report, that does not deal with formal or serious topics and events THE NEWS MEDIA

NEWS REPORTING News has to be managed, with the global coverage, not many newsworthy events are missed, but they could be if the media were not organized. Therefore, it has to be managed. Key role and activities of media management : Editorial News sources Specialist press terms In support Contact point EDITORIAL The Editor The editor responsible for the content of the media to set policies and determine strategy Editorial flow chart : Publisher ( the owner of the media )

Editor

Sub Editor: Take submitted copy and edit it

NEWS SOURCES Reporters: Full time staff who are directed by their editor to gather information about a given subject Most of reporters tend to specialize in various subjects ( economic,politic,sport,etc ) Leader writers: Very senior journalist and often the editor, write thoughtful pieces about current events. Special correspondents Specialist in a particular subject Investigative journalist A reporter or reporting team, who specialist in seeking out corruption and wrong doing Stringers People in a locality, often journalist on a local media, act part time for a bigger media. Feature writers

These are people commissioned to produce articles rather than news reports. Usually these article are in depth look at a particular subject. Columnist A columnist write a regular column ( or article ) usually on a set day each week. Columnist are highly literate individuals, with an ability to consistently produce material that follows a regular theme and or style Contributors Those who contribute, for a fee or not, are contributors. It is a term used to give a description to people who do not fit any other classification News agencies These are commercial organizations which specialize in the supply of news stories and features. They have their own team of journalist and search out stories in the same way as the media. Their strength is in the depth of their cover, and their national or even their global coverage. Example : Press association, Reuters, Tass and associated press Picture agencies Specialize in providing photographs at short notice. They have huge picture libraries and their own photographers are always out seeking good pictures

SPECIALIST PRESS TERM Cover Price : The retail price, called cover price because it is printed on the cover of the news paper, magazine, etc. Tabloid and Broadsheet Tabloid are printed on paper that is half the size for broadsheets. Deadline A given time to submit the copy ( material ) to the press Copy date A date when the copy was submitted to the media Embargo A request made by Public Relations for the media to delay publication of a news release Special Term of Production Half tone : The simulation of continuous tone for litho ( printed ) reproduction using a variety of dots and varying sizes Puffery Puffing a product is to exaggerate to emphasize the good parts. Advertorial A paid advertisement that is designed in such as manner that it gives the impression of being an editorial rather than advertisement. Photo caption An Information about the photo, should cover 5 w + 1 H

Proof reading to read a text to see if there are any errors and correct them Press Kit ( press pack ) Collection of printed materials detailing various aspects of an organization, presented to members of the media to provide comprehensive information or background about the organization Column centimeters Unit of measure in which advertising space is sold in most of the world

WORKING WITH THE MEDIA TOPIC 4-2 MEDIA RELATIONS

PREPARED BY : YUNITA PERMATASARI, M.Si SYLVIA A.RONNFELD, M.Si Public Relations and Media The media are the channel through which communication passes. The media choose the story The PROs job is to get contact with the target publics needs media. Therefore PR major priority is to build, develop, and maintain good relations with Individual who control the channel of communications Media Relations definition Management action to establish, develop and maintain relationships with individuals in media of relevance to an organization with the aim of maximizing The probability of securing favorable representation and treatment The Key points Management action Media relations are management responsibility Establish, develop and maintain Relationship can only be built over time and constant attention Individuals Contact is always with individuals Relevance Identification of the media that gives access to the target publics reduces Maximizing the probability Making it as certain as possible Favorable representation and treatment Reporters can put a slant on to a story Representation and Treatment

Working with the media Press officer s role and duties The central focus is to secure appropriate coverage in target media, by appropriate means :

Initiating coverage Good story are vital. The story are spiked when the editor decides not to use them Another term for scrapping the story is to file WPS ( waste paper basket ) How to secure good stories Think through what is likely to happen What should be news ? What may not be in the news

Anticipation action How to secure good coverage NEVER send a news release to all contacts Sort and grade contact by type of media, their target audiences, editorial style, publication and deadline timings Then produce news release that meet both the medias needs and organizations needs Researching material for the media A journalist sometimes will make contact because he or she is working on a story. Remember the needs of network Building up list of favor given and Owed Therefore always ask : How the information is to be used By when the information is needed What exactly is needed Who is asking and where and how they can be contact

Organizing event To be value an event should be Be newsworthy

Be relevant to the needs both media and organization Create an image of value Act as host A good host thinks ahead to be sure that they have provided for the tastes of the guests. Forward planning The only way to be effective is to go through the full plan act evaluate process Provide for medias needs Make sure the needs of journalist are met Rehearsal It is absolute vital to rehearse !

Invitation Invitations should be carefully constructed to achieve 2 things : To give all the details needed about the event and how to get there To encourage attendance Response Make a list of expected attendees as the replies come in Arrival Have only one entrance, where everybody checks in Press pack (Press Kit) Sometimes called as press kit. It usually is a wallet or folder bearing the organizations information which could give a value to the journalist. When to use At special event such as press conferences, exhibitions, product launches. Form Make simple and informative Content Only relevant material Distribution Make the pack available on entry Meeting the Media Used when there is a general announcement to make Is the most efficient means of informing the media Make sure to briefed and rehearsed the management on how to react and deal with questions Scheduling Check the date does not clash with another event to which the journalist you need will be going Whom to invite Normally you should invite the editors of the media that you want to attend

The rule is : Never say anything to journalist that u are not prepared for him or her to use

Media event A general description to cover any informal gathering of the media at an event staged by an organization. Ex: prize giving, a retirement, anniversary etc Local media will be interesting on the local event. Press Receptions There are a range of types of press receptions to selects from : Breakfast meeting, lunches, dinners, brunches, cocktail parties, etc The invitation should indicate the finish time Whom to invite Not to many ( a good balance is often 3 from the organization and 10 from the journalist ) Catering : It should suit the needs of the group and the time of day It should also reflex the organizations image Facility visit Journalist can be invited to visit just about anything, just about anywhere. It required a great deal of time and very careful planning ( to anticipate the situation ) Whom to invite Keep the number small ( 6 to 10 is the best ) Check list Dos and Dont ( check the book !!,292 ) Face to Face Interview Journalist always prefer fresh supply, exclusive and personalized story. Hence, it is good to set up the interview with your management after conference It is possible to set up the interview before press conference, provided that they are placed under embargo. Guideline for Face to Face Interview The Press Officer should : Be familiar with the publication/television/radio program where the journalist is represent. Know the journalist who will conduct the interview- at least by reputations Ask for details of the areas that the journalist will want to cover Make sure there is a positive message in the news release given to journalist ahead of the interview Follow up with the journalist after the interview to be sure that everything needed to be done had been done.

PUBLIC RELATIONS MISCELLANEOUS TOPIC 5

Prepared by : Yunita Permatasari,M.Si Sylvia A.Roennfeld,M.Si Introduction Important communication publics exist within an Organization as well as outside External publics are those that the Organization needs to influence at a distance. The internal publics are very close and personally involved. An internal communication programs must identify and answer the needs of target audience the same as the external audience. However the major different is the level of interest and needs Internal communications Good relationship within the organization are vital to its success. People are more likely to feel motivated in an organization where there is open, honest and full communication. Employee like to be part of the organization, they want to know the direction, and how they fit to company direction Therefore, the overall need for a planned program of internal communications comes from the following area : Personnel : the need to motivate employee so that a team spirit is developed and reinforced. Empowerment : Giving more power to the employee in order to maximize the job, require well motivation Democratization : Employees being part of profit share in the company Technology : The development of technology enables sideways of communications easier. Self interest : Good internal comm. Are in the best interest of both management and employees Synergy : PR should co-operate with others department to achieve the company objective Internal Communications Manager Some organizations appointed internal communications manager to take charge of this whole important area. However, it is a Public Relations responsibility. The internal communications manager will be responsible for such a job as : Editing the house Journal Contributing to the house journal and other publications Writing speeches for senior management Conducting community relations Controlling notice board

Providing induction training for new staff Producing material to inform and / or train existing staff Collecting information and providing material to PRO

Information Flow There are 3 flows of information : up ward, down ward, sideways. Up ward communications In order to be successful upward channel must be fully open. Channel must be accessible Confidence must be respected Open doors must be really open The result must be feedback Down ward communications People can not operate effectively if they are not informed Sideways communications People have always communicated with others at their level. Public Relations Internal Media Public Relations need the media to carry the message to identified publics. Each media should be used to meet a specific communications objective. The range of internal communications media are : House Journals Notice Board Suggestion Boxes Radio External publication, a range of publications are produce for external audiences who has close interest toward company. External house journal ( supplier, customer, etc) Annual report and accounts ( shareholder, potential investor, financial journalist, investment analysis, distributors and suppliers, employee, etc) Other external publication ( corporate brochure, educational literature, etc) Photography in Public Relations Facts about Pictures Pictures communicate faster and more effectively than words. The old saying a picture saves a thousand words. Visual communication crosses most barriers of culture, race, religion, and language. The Public Relations professional blends words and pictures to produce a communications package that achieves the precise objectives sets

The Use of Photography in Public Relations Why photograph ? It is the fastest and usually the best way to capture an image. It is flexible, creative and often within the Public Relations persons control. Above all photograph add power to a story. Photo Opportunity Thinking of a way to get the visual media interested in their client Captioning Picture must be identified, they must each have a caption. Working with Photographer The Public Relations person must have 4 things clear before meeting a photographer : How a story can be told with pictures The key element that should be the focus of the pictures. The total effect that can be obtained Picture should give an impact to the event or person The sort of pictures that editors want Provide the picture that match editorial policy to get them considered How to work with a photographer The Public Relations person should take an active role first in briefing and then during the shoot is self Choosing Photographer Staff photographer Internal photographer, normally big company who often has an event, Public Relations persons should involved in the process of selection. Local photographer A retainer freelancer Press photographers All the media have their own photographers who are sent out on picture stories. Do not rely your event on them, you should provide your own photographer Specialist photographers Where a specialist is needed it is false strategy to avoid the fee. Specialist charge can be high but their result are excellent. Briefing Photograph The photographer is a specialist who must understand the needs of the Public Relations to produce what is wanted. The briefing should conclude to answer the question such as : Clear objective When the photo should be ready What message and what impression should they convey

The communication between the photographer and Public Relations person should be clear and good, because one the photo has been taken it is became the responsibility of Public Relations

Choosing the Photographs A range of shots will be supplied from which those for publication can be selected. Personalize the selection of photographs to the media, just as the news releases are personalized to suit the media policy Often photograph will benefit from being cropped. This is to select a portion to be enlarged for publication. Cropping allow you to cut away distraction or valueless material => to bring the subject into full prominence

TECHNOLOGY AND INTERNET TOPIC 6

Prepared by : Yunita Permatasari,M.Si Sylvia A.Roennfeld, M.Si The Communication Explosion The explosive growth of the Internet during the 1990s has created a form of mass communication unlike all others. According to the study commissioned by PR reporter 1998, use of the new technology is the leading trend in Public Relations Through the internets World Wide Web, thousands of companies, organization, other media and individuals tell the world about them selves, sell their wares and promote their ideas. The Internet and Public Relations The internet gives Public Relations practitioners a many faceted form of worldwide communication, primarily involving message exchange by e-mail, information delivery and persuasion by its World Wide Web and research opportunities. These are primary internet uses : E-mail distribution World Wide Web Brochure ware Usenet discussion group Web searching Issues tracking Primary Internet uses E-mail distribution: Electronic mail includes messages to individuals, newsletter to staff members, transmission of news releases, photo, pitch letter to media offices etc World Wide Web: The site provide a way for organization to tell internet users what they do, publicize projects and advocate policies. Usenet Discussion group Individuals concerned with a certain issue discuss it by making comments and reading the responses of other participants. Sometimes this exchange is called electronic bulletin board. Usenet group also are used for audience research, in which a participant requests opinions and facts. Key Aspect of the Internet Its reaches worldwide The content of the Internet is virtually uncontrolled Issue tracking can be more thorough using the internet and far more immediate

Internet Problem The difficulty in finding information they desire through the complexities of the system frustrates some users. Controversial problems of security and legal questions of copyright infringement, libel, invasion of privacy remain unsolved Time consuming procedures for online transactions or registration of product can be terminated by an error message that the procedure was not successful, generating skepticism about efficiency of the Web and its reliability as communication tool. Desktop Publishing Desktop Publishing : Recent advances in computer techniques make possible the creation of professional looking newsletter and graphically illustrated material on personal computer right the office Desktop publishing allows Public Relations writer and editor to design and layout reports, newsletter, brochures and presentations by manipulating copy and graphics right on a computer screen instead of on a drawing board. Effective Website The Best and most effective website should focus on: Interesting Educational Informative Appearance and Navigation is important. Appropriate color, design, font and Logo is make the site more appealing. The right technologies will make it easier to navigate and update. Content What matters the most is the content How the content is organized How it drives action from buyers Strong, powerful content lies at the core of marketing and public relations success. A stylish design or the architecture will not transform your image and your business. Its the content strategy that will make all the difference. It will enable you to attract more visitors to your site and establish long-term relationships with them.

PROFESSIONAL DEVELOPMENT TOPIC 7

Prepared by : Yunita Permatasari,M.Si Sylvia Roennfeld,M.Si Organizing and Managing Effective Meeting Type of meeting : Many type of meeting according to the needs ( staff meeting, planning meeting, yearly meeting, etc ) Participant : Select the necessity participant who should attend the meeting ask others for the opinion who should attend the meeting Agenda : Develop the agenda together with key participants in the meeting. Think of what overall outcome you want from the meeting and what activities need to occur to reach that outcome Venue : Choose the convenient place which could provide good atmosphere for the meeting Minutes of Meeting : Is the note stated the communication that happened during the meeting Time Management One of the most difficult facilitation tasks is time management -- time seems to run out before tasks are completed. Therefore, the biggest challenge is keeping momentum to keep the process moving. Summary: Get the feedback from the attendees on the meeting Checked the agenda of the meeting if all the point are done being discussed Closing Evaluation : Always end meetings on time and attempt to end on a positive note. At the end of a meeting, review actions and assignments, and set the time for the next meeting and ask each person if they can make it or not (to get their commitment) Written Report Clarify that meeting minutes and/or actions will be reported back to members in at most a week (this helps to keep momentum going) Problem Solving, Decision Making and Negotiation Problem solving technique : These techniques help you conduct a rigorous analysis of the problems you face, by helping you look at them in a structured and methodical way and not intimidated by the situation Problem solving step :

Appreciation of the situation Identify the cause of problem Organizing idea into common themes Solving problem by looking at what is going right

Problem Solving Step To understand the fact ( Where we are ) Appreciation is a very simple but powerful technique for extracting the maximum amount of information from a simple fact. Identify of the cause problem Check the all the possible causes of problem thoroughly and not just the one that are most obvious Organizing idea into common themes organize the information in a way that makes sense and helps you make decisions. Solving problem by looking at what is right One approach here is to focus on the things that aren't working, and think about how you can fix them. Approach is to shift to a positive perspective, look at the things that are working, and build on them. Decision Making Steps The techniques in this section help you to make the best decisions possible with the information you have available. With these tools you will be able to map out the likely consequences of decisions, work out the importance of individual factors, and choose the best course of action to take The Decision Making Steps : Selecting the most important changes to make Evaluating the relative importance of different options Making a selection when many factors must be taken into account Weighing the pros and cons of a decision Analyzing the pressures for and against change Looking at a decision from all points of view Understanding options better by brainstorming questions Making better group decisions Seeing whether a change is worth making Choosing between options by projecting likely outcomes Negotiation Everybody needs the skill of negotiation, we are all negotiator because we always have a contact with others and we always have to agreed on action Negotiation is a process that helps to get agreement between 2 people or organization

Four Outcomes to Any Negotiation Lose Lose Both side hold out for too much. Neither can reduce their demand Lose Win Our side loses, their side win. Not very motivational Win Lose Just as the same as lose - win but in reverse Win Win Both side work to help the other achieve what it needs. Both understand that cooperation is essential Planning for Negotiation Preparation Objective, Strategy and tactic Discuss and signal Start to discuss and give a signal to each other Propose and package Start to make proposal and package Bargain, Agree and Close A deal, an agreement comes from the broad solutions of proposed and package. The basic agreement has been fixed and now goes to more detail. Activate Both side should do exactly what they have agreed on. Presentation Public Relations and Marketing professionals share the same needs to be able to communicate to and with an audience. Sometimes one to one , sometimes in small group, sometimes to large meetings. Giving a talk or making presentation, you are using spoken language which is more elaborate in sound. However, we should not overlook the other 3 senses which is Touch

 If you let the audience touch something, it will add interest and reinforce both your visual and oral contact. Taste and smell Some session allow actual tasting and smelling Visual aids You are the first and the most important visual aid. Your audience will see you before anything else, therefore your whole appearance and manner will carry an image. You should pay attention to the factors such as dress, personal factors ( neat and clean hair, etc) Voice, and habit ( typical nervous coughs, playing with your pen, etc ) Visual Aids To bring pictures into a presentation add variety, punch , interest, color. But they have to be used appropriately, and the methods must be matched to the occasion. The mechanical aids are : Vertical writing surface ( all boards- white board, chalk board and flip charts ) the function is to build up the details of presentation, summarize the key points, etc Projection OHP, Slide projector, Film Strip, Slide tape, Computer/Laptop Audio Microphones, Recording, Multi media Creating Presentation All presentation must be carefully prepared. Detailed planning and careful rehearsal will reduce stress, but never get rid of it entirely. These are the stages of planning an effective presentation : Objective Venue Structuring the presentation Planning the presentation Objective Objective must be set and confirmed, and should be able to answer the following question: What exactly do you intend to achieve ? In what time ? How will you measure the degree of success ? Venue Things to be consider : Audience Identified the audience. Who and how many? The level and grade Knowledge and expectation

 Purpose : To persuade or to Inspire Facilities What is available in the room you will be using What is the resources are available such as technical support How many will the audience being seated ? Alternatives Where else might the presentation be ? If there is a change, will it be to a venue of equal standing ? Always visit venue wherever is possible a few days before. Get a feel for it and check the availability Timing How long are you asked to present for ? Can you cover the subject in time? Do you need to negotiate a change ? What is the overall programmed ? Where do you fit ? After lunch is usually bad Prepare to manage your time, your self. Set up your own clock if there is none behind the audience. Never time from a watch on your wrist. It reminds the audience that time is passing Structuring the Presentation The presentation itself can not be planned in detail until you have the objectives, background and structural details in place. Structure Introduction The beginning is where you make your main impact. Middle The core of your presentation, support your major point visually, illustrate with oral examples in addition to any visual aids Keep technical details to a minimum Use board number as indicators Keep the messages simple and straightforward Conclusion Invite Question Answer them carefully, dont bluff or lie The Ending Plan the ending word for word, just as you did in the beginning with experience. Signal Use clear body language to signal the end, like step back, putting your notes down, Sit down, or something definitive.

General Points Humor The audience can not be predicted, it can be good to light up the audience, but failed humor will damage your self confidence. Early out Structure your presentation so that you can cut a point or points out without the audience noticing Evaluation Always evaluate every presentation, with somebody whose opinion you value if possible. If not, do it alone, you need to decide whether : You achieve your objective What you did well and should repeat ? What you did bad and you should revise ? Etc